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RTD Alcoholic Beverages - Europe - August 2010

European consumption of alcoholic drinks is declining as a result of consumer drinking habits moving in favour of healthier beverages. Performance of ready-to-drink beverages (RTDs), and spirits in general, was further affected by the recession (2008-09). Their penetration has declined (except in Germany) as a result of higher prices and strict legislation. Manufacturers are trying to boost growth by repositioning RTDs as premium drinks for adults. The challenge for the manufacturers is to create a more responsible, healthier profile for the new generation of RTDs and enlarge the user base in view of the challenging economic environment, growing consumer price sensitivity, and the negative image of FABs.

This report covers the retail market for RTDs, which describes any drink pre-mixed with alcohol and a mixer before being sold, usually in bottles, but also cans. GNPD coverage includes flavoured alcoholic beverages.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Consumption in long-term decline
              • Limited penetration of RTDs
                • New generation of RTDs have broader appeal
                  • Multinationals continue to invest despite sales decline
                    • Consumers
                      • Strategies for growth
                      • European Market Size and Forecast

                        • Key points
                          • Spirits
                            • Figure 1: Retail value sales of spirits, by country, 2004-13
                            • Figure 2: Retail value sales of spirits, by country, 2004-13
                            • Figure 3: Retail volume sales of spirits, by country, 2004-13
                            • Figure 4: Retail volume sales of spirits, by country, 2004-13
                            • Figure 5: Spend per capita, by country, 2004-08
                        • Market Segmentation

                          • Key points
                            • Spirits
                              • Czech Republic
                                • Figure 6: Market segmentation, by volume, Czech Republic, 2008
                              • Denmark
                                • Figure 7: Market segmentation, by volume, Denmark, 2008
                              • Finland
                                • Figure 8: Market segmentation, by volume, Finland, 2008
                              • France
                                • Figure 9: Market segmentation, by value, France, 2008
                              • Germany
                                • Figure 10: Market segmentation, by volume, Germany, 2008
                              • Hungary
                                • Figure 11: Market segmentation, by value, Hungary, 2008
                              • Ireland
                                • Figure 12: Market segmentation, by volume, Ireland, 2008
                              • Italy
                                • Figure 13: Market segmentation, by volume, Italy, 2008
                              • The Netherlands
                                • Figure 14: Market segmentation, by volume, Netherlands, 2008
                              • Norway
                                • Figure 15: Market segmentation, by volume, Norway, 2008
                              • Poland
                                • Figure 16: Market segmentation, by volume, Poland, 2008
                              • Romania
                                • Figure 17: Market segmentation, by volume, Romania, 2008
                              • Slovak Republic
                                • Figure 18: Market segmentation, by volume, Slovak Republic, 2008
                              • Spain
                                • Figure 19: Market segmentation, by volume, Spain, 2008
                              • Sweden
                                • Figure 20: Market segmentation, by volume, Sweden, 2008
                              • UK
                                • Figure 21: Market segmentation, by volume, UK, 2008
                              • Ukraine
                                • Figure 22: Market segmentation, by volume, Ukraine, 2008
                            • Companies and Product Innovation

                              • Key points
                                  • Figure 23: Percentage of new product launches, by region, 2009
                                  • Figure 24: Percentage of new product launches, by European country, 2009
                                  • Figure 25: Percentage of new product launches by top five claims by the ‘Big 5’ European countries, 2009
                                  • Figure 26: Percentage of new product launches, by top five flavours by the ‘Big 5’ European countries, 2009
                                • France – RTD alcoholic beverages
                                    • Figure 27: Top five claims on new product development, France, 2006-09
                                    • Figure 28: Top five flavours in new product development, France, 2006-09
                                  • Most innovative products
                                    • Germany – RTD alcoholic beverages
                                        • Figure 29: Top five claims on new product development, Germany, 2006-09
                                        • Figure 30: Top five flavours in new product development, Germany, 2006-09
                                      • Most innovative products
                                        • Italy – RTD alcoholic beverages
                                            • Figure 31: Top five flavours in new product development, Italy, 2006-09
                                          • Most innovative products
                                            • Spain – RTD alcoholic beverages
                                                • Figure 32: Top five claims on new product development, Spain, 2006-09
                                                • Figure 33: Top five flavours in new product development, Spain, 2006-09
                                              • Most innovative products
                                                • UK – RTD alcoholic beverages
                                                  • Figure 34: Top five claims on new product development, UK, 2006-09
                                                  • Figure 35: Top five flavours in new product development, UK, 2006-09
                                                • Most innovative products
                                                • The Consumer

                                                  • Key points
                                                      • Figure 36: Penetration of drinking spirits, including pre-mixed spirits & alcoholic carbonates, by country, 2009
                                                      • Figure 37: Frequency of drinking pre-mixed spirits & alcoholic carbonates, by country, 2009
                                                      • Figure 38: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, France, 2005-09
                                                      • Figure 39: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, Germany, 2005-09
                                                      • Figure 40: Trends in penetration of drinking pre-mixed spirits & alcoholic carbonates, GB, 2005-09
                                                      • Figure 41: France demographics, 2009
                                                      • Figure 42: Germany demographics, 2009
                                                      • Figure 43: GB demographics, 2009
                                                      • Figure 44: Attitudes towards drinking, by country, 2009
                                                      • Figure 45: Attitudes towards drinking, by country, 2009
                                                  • Appendix – Market Size and Forecast Data

                                                      • Figure 46: Retail value sales of spirits, by country, 2004-13
                                                      • Figure 47: Retail value sales of spirits, by country, 2004-13
                                                      • Figure 48: Retail volume sales of spirits, by country, 2004-13
                                                      • Figure 49: Retail volume sales of spirits, by country, 2004-13
                                                      • Figure 50: Spend per capita, by country, 2004-08

                                                  Companies Covered

                                                  To learn more about the companies covered in this report please contact us.

                                                  RTD Alcoholic Beverages - Europe - August 2010

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